Ambient, harmonic sounds created by the water, serving as an aural placemarker for visitors.
In the right hands, this could create positive, long-lasting mental associations: those sounds = that place. In the wrong hands, with the wrong tones, this could drive many people batty. (Hmm, I sense a sociological experiment is imminent…)
Yet most brands lack an awareness of the power of sound; many spend millions each year on music, sound and voice...but very little of that is influenced by strategy. Those touchpoints are disconnected dots, and for customers, that's a disconnected brand and a poor investment.
Our goals are to change that -- to strengthen connections between people and brands through the use of sound, and to provide economic value in doing so.
Noel Franus leads sonic identity efforts for global brands. As Director of Strategy for Sonic ID and in former design strategy roles at Elias Arts and Sun Microsystems/Java, he's been at the forefront of this practice, as both a client and a vendor. This is his very unofficial mouthpiece.
[...] on the strategic use of sound in…wait for it…products. Which is certainly something we agree [...]